Here is a pretty interesting way of generating campaign engagement. Burgeranch, an Israeli fast food chain launched a new burger deal called “combina” which basically means “outsmarting the system” with the burger deal giving you a whole lot more food for less money.

So the campaign to launch the burger deal, followed on the “combina” path, creating two campaigns, with the first official campaign driving users to an online quiz that was impossible to answer correctly, meanwhile, they seeded clues of how to hack the quiz by changing details in the URL. Once word spread, the campaign took off, and I’m sure all the guys at McCann Erickson Israel were celebrating what was a decently risky campaign strategy. I’m glad you could convince the client and pull off the result to match. (thanks Nir)

This is brilliant, it proves what many advertisers have known for a long time, that if you force advertising upon someone they are less likely to take it in however if you get a community who trust each other to talk about something voluntarily who will then benefit about the conversation (i.e. free food) then the hype/talk becomes magnified and more effective. The catalysts seem to be trust and benefit.